Edward Lee's Choice 'Duyu'... Product Exposure After Filming with AI Indirect Advertising

VPP, First Introduced Domestically by CJ ENM
High Advertiser Satisfaction... Plans for Wider Implementation

Artificial intelligence (AI)-based Virtual Product Placement (VPP) is attracting attention in the industry. VPP is a method that, after filming is completed, explores and selects suitable exposure locations during the editing stage and adds or changes new products through AI-driven virtual PPL.

A scene where AI-based Virtual Product Placement (VPP) technology is utilized in a cooking program. Provided by CJ ENM

CJ ENM first attempted VPP domestically in 2023 with the drama 'Maestra,' and recently showcased advanced VPP in tvN's 'Edward Lee's Country Cook.'

Edward Lee, who demonstrates various recipes on the program, revealed his unique chicken stew 'Doyu Like Doenjang Chicken' by adding doenjang, soy milk, chicken, Makgeolli, and other ingredients into a traditional cauldron.

During filming, Edward Lee personally selected Maeil Dairies' soy milk product, and after filming, through swift post-discussions with Maeil Dairies, the indirect advertisement was expanded via VPP. This is a case that shows the positive function of the advertising market by utilizing indirect advertising in the natural actual behavior of the cast.

As such, VPP is drawing attention for its positive advantage of natural exposure to advertisers, viewers, and production staff alike. Advertisers can extend decision-making periods and broaden their range of choices in executing PPL, while increasing exposure. Maeil Dairies stated, "We were very satisfied with the natural exposure and cost efficiency."

A CJ ENM representative said, "With the advancement of AI technology, VPP is becoming more competitive in terms of time required and cost," adding, "We plan to expand its application across various CJ ENM contents this year."